September the 8th, 2025 – This tourist season has been a mixed bag. It’s been a challenging season marked by the ongoing international perception of Croatia having turned into the land of high prices.
As Poslovni Dnevnik writes, the Awaze Group announced that August 2025 was one of the most successful periods in the company’s history, with more than a million guests in properties across 20 European countries. In this balance, Croatia, through its Novasol brand, achieved somewhat more conservative growth, but the results still show stable demand.
Novasol recorded more than 220 thousand guests in Croatia during the month of August, which is an increase of 12 percent compared to the same month last year. The number of overnight stays exceeded 1.3 million, and the average occupancy rate in coastal regions reached 91 percent. The greatest growth was recorded in Istria and Kvarner, while Dalmatia and the islands maintained their status as the main trump cards of domestic tourism. For Novasol, August confirmed good results, but that it was also a challenging season in Croatia owing to the perception of high prices.
“In order to nullify such an impression, it was necessary to establish a sales policy and pricing policy with rental partners in the preparatory stages of the season. A large part of those who took the suggestions into account achieved sales results that stand out from the sales achievements of the entire tourism sector,” the statement said.
Among the source markets, Germany stood out the most, as a key market for Croatian tourism, with growth of over 15 percent compared to last August. Austria and Slovenia also showed double-digit growth rates, of 11 and nine percent, respectively. The Danish market achieved record results, with a growth of as much as 18 percent in the number of overnight stays, while the Netherlands and the Czech Republic continued a stable upward trend with around seven percent growth. Awaze added that they are already recording an increased influx of early bookings for the 2026 season, with Croatia once again standing out as one of the most sought-after destinations.
In addition to this challenging season, more trials and tribulations likely await Croatia going forward as the constant talk of high prices has done an enormous amount of damage across the board. The powers that be within the tourism sector have also echoed this, stating that much more attention needs to be paid to pricing in future in order to avoid visitors simply going elsewhere, and in their droves.
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